Ad disapprovals can stop your campaigns instantly, interrupt performance, and create major frustration when you are trying to grow your business. The good news is that most Google Ads disapprovals fit into clear categories and can be fixed once you know what Google is looking for.
In this guide, we explain the most common reasons Google disapproves ads and how to fix each one.
How to approach fixing ad disapprovals
The fastest path to recovery follows a simple structure:
- Identify the exact disapproval language inside Google Ads.
- Confirm whether it is ad level, asset level, or account level.
- Apply the relevant fix.
- Request a review after the fix is complete.
- Monitor results and update your internal checklist.
Destination and landing page issues
Destination related problems are some of the most common disapprovals StubGroup sees. These occur when Google finds an issue with where your ad sends users.
| Issue | Description | How to Fix |
|---|---|---|
| Destination not working | Google attempted to load your landing page and received an error such as a 404 or server failure. | Restore the page, correct the URL, and test on multiple devices and networks. If it works for you but not for Google, check for country, device, or firewall blocks. |
| Destination mismatch | The final domain does not match the display URL domain shown in the ad. Tracking templates and redirect chains often trigger this. | Ensure the landing domain matches the display domain exactly. Remove or correct redirects that lead to a different domain. |
| One website per ad group | Google requires every ad within an ad group to use the same domain. Paused ads count too. | Remove any ads that use a different domain so the ad group contains only one domain. |
| Destination not crawlable | Google Ads bot cannot crawl the page due to robots rules or blocked user agents. | Remove crawl blocks in robots.txt or server settings. Allow the Google Ads bot to fully load the page. |
| Destination not accessible | Your site blocks traffic from certain countries or IP ranges. If you block locations you target, Google may treat the page as inaccessible. | Align geo restrictions on your server with your campaign’s targeted locations. |
| Poor destination experience | The landing page violates Google’s requirements regarding transparency, usability, or trustworthiness. | Improve load speed, clarity, and contact information. Remove misleading design and ensure the page provides real value. |
| Insufficient original content | This commonly appears on thin affiliate sites. Google requires original and meaningful content. | Add original text, video, images, and product descriptions unique to your site. |
| App or web store policy violation | Relevant for businesses advertising mobile apps. | Review store policies, identify the flagged issue, correct it in the listing, and request a review. |
| Unacceptable URL | Using an IP address or malformed URL triggers this issue. | Use a valid and complete domain name. |
| Unrecognized app | Google cannot locate the app referenced in the campaign. | Double check the app ID or package name and reconnect the correct app. |
Phone number and call asset issues
Phone related disapprovals appear regularly for call only ads, call assets, and location assets.
| Issue | Description | How to Fix |
|---|---|---|
| Unverified phone number | Google must confirm that the number in your ad belongs to your business. | Display the same phone number in plain text on your site so Google can crawl it. You can also verify ownership in Google Search Console. After completing one of these steps, request a review. |
| Unacceptable phone number | The number format is invalid or it connects to a fax or nonworking line. | Use a valid phone number with proper formatting. |
Security and software related issues
These disapprovals are serious because they involve real or suspected security risks.
| Issue | Description | How to Fix |
|---|---|---|
| Malicious software | Google detected malware on your website. Compromised WordPress sites are especially common. | Scan the entire website, remove all malicious code, update software, and secure accounts. Submit for review once clean. |
| Compromised site | Google believes your site has been hijacked or modified by attackers. | Identify unauthorized changes, restore from a clean backup, harden your server, and request a recheck. |
| Unwanted software | Your page installs or promotes software without clear disclosures. | Explain what the software does, what it installs, and how users can remove it. Make disclosures easy to read before download. |
Competitive fairness and system integrity
| Issue | Description | How to Fix |
|---|---|---|
| Unfair advantage | Often called double serving. This occurs when multiple accounts promote the same business to appear more than once in the same auction. | Consolidate into a single compliant account or document why separate accounts are required. |
| Evasive ad content | This appears when an advertiser tries to obscure content or URLs. | Use accurate text and real landing pages. Remove all cloaking behavior. |
| Circumventing systems | This is one of the most common and serious triggers. Google believes you are attempting to bypass enforcement. | Audit your entire account. Remove risky behavior such as creating new accounts to replace suspended ones. Correct all policy issues and submit a detailed, honest appeal describing your fixes. |
Trademarks and brand use
Trademark issues can cause disapprovals or ad limitations.
| Category | Description |
|---|---|
| What is generally allowed |
|
| What causes disapprovals |
|
| How to fix | Confirm reseller status or remove trademarked terms from your ads. Ensure your landing page clearly shows your relationship to the brand if you are authorized. |
Personalized advertising and sensitive categories
Google places strict restrictions on targeting sensitive attributes in personalized ads. Some categories have their own rules, especially housing, employment, and credit.
| Category | Description |
|---|---|
| Restricted practices include |
|
| How to fix | Remove restricted audience targeting. Review zip codes, demographic exclusions, and custom audiences. If the ad shows approved with limitations, this can be normal as long as you follow the rules. |
Helpful resources
StubGroup Policy Center
https://stubgroup.com/stubgroup-google-policy-center/
State of Google Ads Suspensions and Disapprovals
https://stubgroup.com/blog/the-state-of-google-ads-suspensions-2025/
Free Google Ads Evaluation
https://stubgroup.com/free-google-ads-evaluation/
When to contact StubGroup
If your ads continue to be disapproved or if issues escalate to suspensions, StubGroup can help diagnose the root cause and guide your appeal. Our team specializes in policy compliance, account recovery, and long term structures that prevent future disapprovals.
Request a Free Google Ads Evaluation and our team will review your setup and provide the next steps needed to restore and scale performance.
